South End Books

Branding, education and place strategy for South End Books — a modern bookstore celebrating diverse voices and the rich history of Boston’s South End.

2022-2024

Project Overview

Title: Crafting a Cohesive Brand & Learning Ecosystem for South End Books

The Challenge: South End Books needed a strong, cohesive brand identity that resonated with the community and reflected the store’s values. Beyond branding, the project involved designing an internal learning ecosystem—ensuring staff, customers, and partners had clear, engaging resources

My Role: Led the experience design strategy, collaborating with branding experts, designers, architects, staff and stakeholders to shape the brand identity, create informational signage, training resources and customer engagement materials

Step 1: Discovery + Research

  • Conducted market research and analyzed competitor branding to define a unique identity

  • Collected stakeholder feedback and aligned brand concept with community + customer expectations

  • Research and hire graphic designer / brand specialist to capture brand essence and design collateral

Step 2: Concept Development + Iteration

  • Worked collaboratively with branding expert to refine visual identity

  • Iterated color palettes, typography, print materials and signage to enhance accessibility and optimize engagement

  • Designed an internal digital learning hub to centralize brand guidelines, operational procedures, customer engagement and education strategies

Step 3: Implementation + Impact

  • Developed training resources for staff onboarding and brand consistency

  • Designed consumer facing materials to enhance engagement and communicate store values

  • Oversaw signage development and creation, ensuring alignment with the store’s vision

“The brand is simple and modern, but with an vintage and friendly vibe.”

— Amanda Jane Jones, Graphic Designer